Project: Launched as a secondary entry to Flex4, Flex3 split the difference between the high and low razor offerings from BIC. JWD worked closely with BIC internal creative to ensure marketing targets. The color played a major role because it had to stand on it's own but still portray the BIC look and feel. Our initial phase one concepts gave a wide range of options and explored brand marks as well as color and graphic strategies. The selected concept quickly align the segment and gave BIC a new modern and fresh look for the male user.